IMPS is preparing to paint Europe blue with a series of partnerships that celebrate the 60th anniversary of the Smurfs.
TF1, the Smurfs’ licensing agent, brokered the deals.
First, the tiny blue characters will take over six Hammerson shopping centers in Europe through May 6. The event will feature numerous, branded interactions including creative workshops, Smurfette-themed fashions and a Smurfs quiz.
Meanwhile, the Centre Wallonie-Bruxelles in Paris will host “Peyo,” a retrospective exhibit that focuses on the eponymous artist, from May 25 to Oct. 28.
Elsewhere, the Smurfs will ride into summer with sunscreen brand Mustela, which will release the My Smurfs Sun Protection Kit. The new kit includes SPF 50-plus sun lotion, an anti-UV t-shirt and a UV indicator bracelet. The safety kits are now available in select pharmacies and shops across Europe.
Finally, the Smurfs have taken to the skies with Brussels Airlines, which recently unveiled the first Airbus A320 to be decorated with animated characters. The aircraft, dubbed Aérosmurf, was painted by 14 artists over 14 consecutive days. The plane will be in use until 2023.